Analisis Efektifitas Periklanan Secara Interaktif Melalui Sosial Media (Studi Kasus: Kaskus)
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Institusion
STIE Indonesia Banking School
Author
Hakim, Lukmanul
Subject
HD28 Management. Industrial Management
Datestamp
2024-03-26 06:33:13
Abstract :
The aim of this article is to find out the effectiveness of the interactive advertising in the contact of social media and also the attitude of consumer towards the interactive advertising. A descriptive research was conducted to address the research objective. The survey research was undertaken among the user of kaskus online community. The adopted sampling method was convenience sampling. There were 100 usable questionnaires which were analysed with the AMOS Software version 22.The results of this research indicate all of the hypotheses are supported and have significant effects Since the inherent limitation of the research, it is suggested to increase the sampling selection and adoption of other factors for the future research. Keyword : effectiveness of interactive advertising, attitude toward advertising, attitude toward advertised brand, purchase intention, time of exposure to advertisement
The aim of this article is to find out the effectiveness of the interactive advertising in the contact of social media and also the attitude of consumer towards the interactive advertising. A descriptive research was conducted to address the research objective. The survey research was undertaken among the user of kaskus online community. The adopted sampling method was convenience sampling. There were 100 usable questionnaires which were analysed with the AMOS Software version 22.The results of this research indicate all of the hypotheses are supported and have significant effects Since the inherent limitation of the research, it is suggested to increase the sampling selection and adoption of other factors for the future research. Keyword : effectiveness of interactive advertising, attitude toward advertising, attitude toward advertised brand, purchase intention, time of exposure to advertisement
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